New fuel and look for Esso gas stations
Esso is promising more than simply a new look at its gas stations in Bermuda.
Because the fuel at the pumps is different and comes with claims it will help provide better gas mileage, lower emissions and better engine responsiveness.
Esso brought leading executives to the island for the launch of the new brand of fuel, which is called Synergy and is being sold at Esso gas stations.
But it’s all about the fuel. Synergy is also a new image brand at Esso service stations on the island, which include a different forecourt look, bright red structures at the pumps and the gradual introduction of screens and eventually tap-and-go payment options.
Synergy fuel has been introduced in other countries, including the US, UK and Canada. Bermuda is the first jurisdiction in the western Caribbean region to have the fuel.
SolPetroleum Bermuda Ltd said all Esso brand gas stations and Sol commercial customers will have access to the Synergy fuels.
Ché Barker, retail sales executive at Sol Bermuda, said: “Synergy is going to benefit engines for the better.
“It is also a change to the forecourt. The forecourt at the Esso stations haven’t seen an upgrade this century. It’s an upgrade to how we look. It’s a new feel for customer service, a real change in the branding and in the concept of what we are going to be offering.”
He added: “We are in the process of doing upgrades even to the pumps, with 10-inch screens to make it easier to get information across, and tap-to-pay; making it much easier for the customer to get there and get their fuel and get information.”
Synergy fuels were developed by Exxon Mobil Corporation. Esso is an ExxonMobil brand.
The fuel contains seven ingredients, including a second detergent. The detergent is a component designed to clean and protect intake valves for port fuel injector engines.
The other ingredients are an anti-adhesion compound, a corrosion inhibitor, a demulsifier, solvent fluid, and marker molecules. Collectively, those elements are said to ensure a cleaner engine with less fuel-created deposits, and more efficiency leading to “better gas mileage”.
Actual benefits will be based on vehicle type, driving style and which gas you previously used.
The grades of gas and diesel available are Supreme+, Unleaded, Supreme+ Diesel, in addition to mix gas. The synergy fuels will only be sold at Esso gas stations in Bermuda.
Lauren Lauher, Houston-based market strategy adviser with ExxonMobil, said: “We have been rolling out Synergy products around the globe.”
She said the reaction to the fuel has been positive, especially with the diesel product offering.
“We are seeing people switching their whole fleets over to our product,” she said, mentioning that there had been a 2 per cent efficiency improvement measured in vehicles using Synergy diesel.
The launch event, held at the Hamilton Princess&Beach Club, was attended by executives from Sol and ExxonMobil, together with on-island dealers, fleet owners, corporate customer and government officials.
Stephen Turner, sales manager at Sol Bermuda, said: “It’s a big deal. We are the third country in the Caribbean to get this product. We can tell people we have the best fuel, the research backs it up. We want this to benefit our customers.”
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Ada Foggo (1928-2020)
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